Information Credibility and Source Evaluation

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What is the 'sleeper effect' in the context of persuasion?

A prolonged change in opinion due to a non-credible source (correct)
An immediate change in opinion due to a credible source
A temporary change in opinion due to a persuasive message
A permanent change in attitude due to a trusted source

What is a key aspect of source credibility in the theory of persuasion?

The expertise of the source in the relevant field (correct)
The physical appearance of the source
The tone of voice used by the source
The font style used in the message

What is the primary concern in the theory of persuasion with regard to sources?

The credibility of the source as perceived by receivers (correct)
The level of emotion induced by the message
The audience's prior knowledge on the topic
The message delivery mode

What is an important consideration when evaluating the credibility of a source?

The source's expertise in the relevant field (C) Signup and view all the answers

What can affect the credibility of a source in the eyes of the receiver?

The source's level of expertise in the relevant field (A) Signup and view all the answers

What is a key attribute of an effective source in the context of persuasion?

The source's objectivity (C) Signup and view all the answers

What is the primary role of a direct source in marketing communication?

To deliver a message and/or endorse a product or service (C) Signup and view all the answers

What is the primary concern in the receiver/comprehension stage of the Persuasion Matrix?

Can the receiver comprehend the ad? (D) Signup and view all the answers

What type of source is most effective in getting consumers' attention?

A source with high credibility and expertise (C) Signup and view all the answers

What is the primary role of an indirect source in marketing communication?

To draw attention to and enhance the appearance of an ad (C) Signup and view all the answers

What is the primary goal of the channel/presentation stage of the Persuasion Matrix?

To determine the most effective media channel for the message (D) Signup and view all the answers

What is an important attribute of an effective source in marketing communication?

Credibility and expertise (A) Signup and view all the answers

Which of the following factors is most likely to increase the credibility of a source?

Familiarity with the source (A) Signup and view all the answers

What is a potential risk of using a celebrity endorser?

The celebrity may overshadow the product being endorsed (A) Signup and view all the answers

What is an important consideration when choosing a celebrity endorser?

The celebrity's cost and ROI (B) Signup and view all the answers

Which of the following is a benefit of using a source that is similar to the recipient of the message?

Increased trust between the source and the recipient (A) Signup and view all the answers

What is a potential drawback of using a celebrity endorser who is overexposed?

The celebrity's credibility may be reduced (B) Signup and view all the answers

Why is likeability an important attribute of an effective source?

It affects the recipient's attitude towards the message (D) Signup and view all the answers